Snow Flying
Snow Flying (雪中飞) is a Chinese down jacket and functional sportswear brand. It positions itself on fashion, sport and functionality at value prices, targeting consumers aged 18 to 30.
| Origin | China |
|---|---|
| Core category | Down jackets |
| Target age | 18 to 30 |
| Fabric | SF-Tex |
| Website | xuezhongfei.com |
What is Snow Flying?
Snow Flying (雪中飞, Xuezhongfei) is a Chinese apparel brand that started in down jackets and has broadened into functional sportswear. Its name comes from a line of poetry about frozen mountains and snow flying over thousands of miles. Its strategy has been presented by Bosideng Group executive president Mei Dong.
History
The brand celebrated a 25 year journey in 2024. In 2017 it began an "Internet +" transformation towards online and omnichannel sales, after which it grew rapidly. Since 2023 it has run the "Born for Snow" ice and snow festival, held in 2024 at Yinhe Ski Resort in Chongli, and in October 2024 it named actor Cheng Yi as its global spokesperson.
Products and positioning
Snow Flying describes itself as a fashion, sports and functionality brand focused on value for money. Its lines include:
- Down jackets, its original core
- The wind and snow series in in house SF-Tex fabric, which is wind resistant, waterproof and hard wearing
- Shan Hai outdoor shell jackets for spring and autumn
- Sun protection clothing for summer
- Urban commuter and youth lifestyle series
Why it matters
Snow Flying is a case study in how a traditional Chinese down brand used digital channels and youth marketing to reposition itself as a functional sportswear label for younger consumers.
Frequently asked questions
What is Snow Flying?
Snow Flying (雪中飞) is a Chinese brand of down jackets and functional sportswear positioned on value for money.
Who is Snow Flying's spokesperson?
In October 2024 Snow Flying named actor Cheng Yi as its global spokesperson.